Until 2014

Actimel Target Ta

rget

Siz

e

Target Diversity

Target: FamiliesWith childrenProtectionWinter relevance

Until 2014 2014

Actimel Target Target extended: children New Actikids launched

Targ

et S

ize

Target Diversity

Target: FamiliesWith childrenProtectionWinter relevance

Families Only Winter KIDS Active Adults Families in general

Actimel Target

Self Realisation Seekers Ta

rget

Siz

e

Target Diversity

Enlarge target via attitude on

Actimel NEW target is NOT about AGE, GEOGRAPHY or INCOME

BRAND IDEA

TRANSPOR

T

· Check FB

Check mail

· Check Meteo APP

· Metro

· Highway

· Listen to Radio

· Check FB notifications

· News check

· Emailing

· See Youtube

Video

· Take Metro

· Take Highway in

· Listen Radio Stations

· Home Shopping

· Check Promotions

· Go Running

· Listen to music

· TV Family Time

· FB update

· Google Search

· Personal Entertainment

“DAY IN A LIFE” SELF REALIZATION SEEKER

WHEN DO PEOPLE NEED POSITIVE REZILIENCE?

#NotMyMorning

#MondayMorning

#WednesdayMorning

COMMUTING: #stuckintraffic#OnMyWay

#LateForAMeeting

#DeadlineDay

#overtime

#Autumn

#TodaysMood

Stay Strong Brothers Romania

Local band = local reality

4 songs on: Monday morning, Traffic, Commuting, Pay Day

Focused on specific moments to seed them

Earned visibility and engagement via influencers & partnerships

Over 4.6M views and 50,000 social actions

5.8M VIEWS AND 52,000 SOCIAL ACTIONS

Stay Strong Brothers had a better audience retention than the TVC!

3 times more time spent watching video content

Increased by 40% positive sentiment

SOCIAL MEDIA

BRAND PERSONA

20% hip and early

adopter

20% cool geek 20% awesome 20% goal driven

SARCASTIC

20% sarcasm …. maybe a bit

more

THE

“STAY STRONG”

ALGORITHM

Asking a set of precise

questions on the topic will

solve the enigma of choosing

or not a certain subject.

IS IT POPULAR?

Helping questions

Did it gain social “traction”?

Did it get to important KOLs?

IS IT FRESH?

Helping questions

Has it been in the public agenda recently?

IS IT FUNNY / INTERESTING?

Helping questions

Is there a risk of offending someone?

THE

“STAY STRONG”

ALGORITHM

DOES IT HAVE SRS* RELEVANCE?

Helping questions

Does it involve resilience in any way?

Does it involve self-improvement?

DOES IT MATCH THE CONTENT PILLARS?

Helping questions

Is it about staying strong in any way?

PUBLISH IT!

Apply the algorithm for news hacking with a #StayStrong twist

And supplement with positive resilience themes

Must try A/B testing to learn how to engage the better with the fans

Same image but different wording & sponsored to different target groups

Condiment with ads targeted on lifetime moments

Long distance relationshipIn a long distance relationship? Look on the bright side, it’s still better than being in the friends zone #staystrong

New relationshipCongrats for your new relationship! You finally found someone as strange as you. #staystrong

Away from homeIt’s hard to leave the parents home, but it’s the best diet you can take. #staystrong

And don’t forget Instagram

Key platform for building engagement directly or via influencers, were ads clutter is still reduced

Waze - 14 tailored messages on:

- Monday morning- Route to / from home- Weekend- Long journey ahead

Programmatic ads with weather triggers

Blistering cold SnowStrong wind Rain

Nicecream.fm #StayStrong : 1st brand channel

5 hours playlist with positive resilience music

Music is mixed with SSB videos everyone one enters the channel

Conclusions

A/B testing shows how to direct the communication for best results

Stay Strong Band humour on targeted resilience moments generated a viral reaction and has been an easier way for consumers to positively accept messages

Communication focused on moment marketing proved to lead to best reach &engagement results in Europe with a lower budget